Polaroid Captures 2024 Color Of The Year With First PANTONE Film Pack

Image via Polaroid

Polaroid is making peach the new monochrome in its first collaboration with PANTONE, which has just announced its 2024 Color of the Year.

Peach Fuzz, 2024’s chosen PANTONE swatch, is splashed across a new limited-edition i-Type color film, framing each precious moment with a touch of warmth and unity.

Image via Polaroid

According to the authority on color, the velvety, cozy hue symbolizes a yearning for warmth, unity, and compassion in challenging times. This sentiment, it seems, is something Polaroid photographers have been capturing for years—moments of raw emotion and connection, encapsulated in an instant.

Image via Polaroid

The special film, compatible with Polaroid Now, Now+ & I-2 cameras, as well as the Polaroid Lab printer, offers a fresh canvas for photographers and color enthusiasts. Each pack contains eight shots, inviting users to capture and frame their moments against the backdrop of this warm peach hue.

Photo by Eduardo Salgado. Image via Polaroid

Polaroid chairman Oskar Smolokowski underscores the intention behind the film: to inspire people to capture and cherish both the highs and lows of life, with an emphasis on the beauty of human connections.

Photo by Eduardo Salgado. Image via Polaroid

Photo by Eduardo Salgado. Image via Polaroid

“Appreciating both the good and the challenging moments is what makes life real and worth living,” Smolokowski describes. “We hope that our new film will inspire creators to highlight these moments and rejoice human connections.”

Photo by Marqel Allen. Image via Polaroid

Slated for release on Polaroid’s website in January and in select stores globally from February 1, this Polaroid-PANTONE film aims to saturate the art of instant photography with a new dimension.

Photo by Terry Karboski. Image via Polaroid

Image via Polaroid

[via Polaroid]